Heineken USA Adds Strongbow Cider to Growing Upscale Portfolio

HEINEKEN USA today announced the addition of Strongbow cider to its portfolio beginning January 1, 2013. HEINEKEN N.V. is the global leader in cider with nearly 25% market share and products available in 20 markets.  The Strongbow brand will further complement the leading upscale beer company’s already diverse product portfolio, which includes Heineken, Dos Equis, Newcastle, Amstel Light, and more.

Strongbow – the second-bestselling cider brand in the U.S. – is a crisp premium imported cider from the UK and the leading cider brand globally. For almost a decade, HEINEKEN N.V. has partnered with the Vermont Hard Cider Company to distribute Strongbow in the rapidly growing U.S. cider market, which grew 10%[1] in 2010 and 20%[2] in 2011.

“There is tremendous opportunity to build on the momentum that the Vermont Hard Cider team created over the last nine years. We see this as a pivotal moment to further accelerate Strongbow’s growth by supporting the brand with the full weight of HEINEKEN USA’s resources and capabilities,” said Dolf van den Brink, President and CEO, HEINEKEN USA. “By growing our core and investing in innovation, we will continue to enhance our position as the industry’s leading upscale importer.”

HEINEKEN USA will position Strongbow as the leading upscale cider brand, offering both male and female consumers an alternative alcoholic beverage option. The company will finalize its distribution strategy and marketing plans in the coming months ahead of the January 2013 kickoff.  

Since 2011, HEINEKEN USA has added several new brands to its portfolio in addition to Strongbow, including the Newcastle Limited Editions, Amstel Wheat, Indio, and the forthcoming Tecate Michelada.

[1] USA Cider Market Insights Report 2011

[2] The Beer Institute: “US Cider Market - Domestic and Import Volumes - Full Year 2005 to 2011”



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